As marketers and public relations practitioners, we know the importance of not only defining a target audience, but truly understanding who they are, who they want to be, what they love and what they can’t live without. Most established brands have this part down and could recite their consumer’s profile and new campaign ideas at a moment’s notice. But in a time when the minority is rapidly becoming the majority, marketers are starting to realize that they don’t have the same handle on U.S. Hispanics — a demographic that will soon reach 50 million people with a $1 trillion purchasing power, according to 2010 Census predictions.

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